CX Strategy

Morning session

Module 1: CX foundations

• What CX is, and how it differs from UX, customer service and CRM.
• How CX connects to your brand promise and business goals such as retention, growth and cost to serve.
• Why CX is cross-functional, and where your organisation is starting from.

Module 2: Understanding customers and mapping journeys

• Planning research and separating real findings from internal assumptions.
• Needs-based segmentation and jobs to be done, including lost customers, non-customers and customers with accessibility needs.
• Mapping journeys across digital, physical and assisted channels to find pain points and moments of truth.

Module 3: Voice of the customer, from listening to action

• Combining surveys, reviews, complaints, support tickets and behavioural data.
• Analysing feedback, including where AI helps and where human judgement is still needed.
• Closing the loop with customers and fixing root causes inside the organisation.

Module 4: CX vision and strategic choices

• Turning a CX vision into practical experience principles.
• Choosing where to invest, maintain, simplify or stop, and making trade-offs explicit.
• Balancing customer value, commercial value and organisational constraints.

Afternoon session

Module 5: Designing and testing better experiences

• Root-cause analysis and service blueprinting across frontline teams, back-office processes, systems and partners.
• Using behavioural science ethically, from defaults and framing to the peak-end rule.
• Prototyping and piloting improvements before you scale them.

Module 6: CX measurement and business case

• What NPS, CSAT, CES, churn and CLV tell you, and where each falls short.
• Leading and lagging indicators, baselines and a CX dashboard with clear owners.
• Building an investment case that links experience to revenue, retention and cost to serve.

Module 7: Capabilities, governance and org change

• Assessing CX maturity across leadership, insight, design, delivery and culture.
• Setting up governance, an operating model and the employee experience frontline delivery depends on.
• Evaluating CX technology and AI against defined needs, capability before tools.

Module 8: Roadmapping and delivery

• Prioritising initiatives by customer impact, business value, feasibility and risk.
• Building a phased 90-day, 6-month and 12-month roadmap with owners and measures.
• Presenting the strategy and investment case to leadership.